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Application of Kansei Engineering and Analytic Hierarchy Process in Evaluating Design Elements of Traditional Nyonya Kebaya

Year: 2024

Type: article

Abstract: This study utilised the Analytic Hierarchy Process (AHP) and Kansei Engineering to assess the design elements of traditional Nyonya Kebaya. Based on expert interviews and surveys, it identified four primary indicators—colour, pattern, structure, and technique—and 16 secondary indicators. AHP was used to determine the weights and assess consistency. Results indicated that colour and technique are the most influential, with weights of 0.347 and 0.266. The secondary indicators "Bright," "Exquisite," "Elegant," and "Slim" were found to impact consumer perception significantly.

Source: Environment-Behaviour Proceedings Journal

DOI: 10.21834/e-bpj.v9isi23.6161

Authors: Guo Chunli, Siti Rohaya Yahaya, Liu Mingquan, Zhang Ning

Institutions: Universiti Sains Malaysia, Jiangxi Institute of Fashion Technology

Language: English

Topic: Color perception and design

Subfield: Social Psychology

Field: Psychology

Domain: Social Sciences

Open Access status: diamond

Funder: Universiti Sains Malaysia

OpenAlex ID: W4409457508

FWCI:

Cites: 11

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Related to: 10